TMNG Global Defines A New "Consumer" Market For A Wireless Communications Company

Challenge

The client had primarily marketed to the small, medium, and enterprise business segments. In search of growth opportunities and enhanced market penetration, the client asked TMNG Global to provide a fast-tracked marketing plan for the consumer market segment that would lead to long term financial success. The assignment consisted of two phases: Phase I, identifying the scope of the “consumer/personal” communications users’ market, and, Phase II, defining a long-term strategy to compete in this market segment.

TMNG Global Solution

In Phase I, our team conducted a comprehensive overview of the dynamics of the existing and potential consumer base. We identified existing and forecasted products and services, reviewed financial models, and reviewed existing marketing communications.

Our findings helped define and size the primary target audience, and develop proposed wireless plans and handset strategy. This strategy was used to address the segment for current and prospective business customers, considering the operational constraints. Additionally, a channel strategy was proposed, communications plans and budgets were developed, and a financial model to prove profitability was provided. The team also performed an operational gap analysis highlighting the systems and process improvements required to implement the marketing, sales, and customer plan.

In Phase II, we developed a thorough proposed suite of consumer marketing wireless plans, pricing structures and positioning statements designed to extend the company’s brand relevance for the target market. The key components of the plan were aimed at differentiating the client from its competitors in the congested marketplace. With a strategy that set the client apart from its main competitors, we devised wireless communications plans that were simple, direct, and personalized to fit prospective clients’ needs.

Benefits to the Client

Comprehensive plans provided the client with a roadmap for entry into the target market. The client was now in possession of short- and long-term strategies for addressing product, pricing, positioning, competition, cash contribution, and operational readiness regarding its entry into a potentially rewarding marketplace.